WORLD RUGBY X SAGE - BEYOND 80
53Six collaborated with World Rugby to explore opportunities for creating a content series that could be brought to partners and brands. As part of this initiative, World Rugby partnered with Sage to produce five episodes of Beyond 80, an original content series offering analysis and insights during the 2024 Six Nations championship. The show featured expert commentary from ex-professionals and analysts, aiming to engage rugby fans and increase brand visibility for World Rugby and its partners.
GOAL
The primary goal was to engage rugby fans with in-depth analysis and insights during the Six Nations, while also strengthening the partnership between World Rugby and Sage and increasing brand visibility. In addition, the ambition was to create an ongoing IP that World Rugby could own, extending the potential for similar content series across various competitions and partnerships in the future.
STRATEGY
Given the challenge of lacking footage rights, 53Six devised a strategy to deliver detailed insights using bespoke graphics in real-time. This approach, coupled with expert commentary, ensured engaging content despite the limitations.
Efforts were made to tailor content for social media, moving away from traditional broadcast styles. Dynamic visuals and a less formal presentation aimed to resonate with a broader audience, fostering increased engagement and sharing.
EXECUTION
● Production Brief: Five episodes, 10 to 20 minutes each, filmed in minimalistic studio spaces.
● Pre-production involved talent coordination and graphics preparation.
● Production: Three-hour studio slots allowed for efficient on-site editing and collaboration.
● Post-production integrated graphics and imagery, with timely delivery of main and additional cuts within 48 hours
RESULTS
● 2.4M views across series, reaching key markets and demographics for Sage
● Beyond80 to be continued for future competitions